News

Consumers Don't Feel a Need to Cut Back on Red Meat

02 March 2016

UK - The majority of consumers feel they eat the right amount of red meat and do not need to cut back, according to consumer research commissioned by the Agriculture & Horticulture Development Board (AHDB).

The AHDB Consumer Tracker, which is conducted by YouGov, revealed that 55 per cent of respondents felt they eat the right amount of red meat, with 24 per cent saying they were not concerned about the amount they eat.

Six per cent responded saying they do not eat enough red meat and would try to eat more, while eight per cent felt they eat too much and would try to eat less.

Laura Ryan, strategy director for AHDB Beef & Lamb, said: “Our research is encouraging in that the majority of people are content with the amount of red meat they are eating.

“It’s important to remember there are a number of long-term changes in lifestyle and purchase habits that have continued to influence the way in which consumers buy and eat meat.

“These include the growth in one to two person households and the continued drive for convenience, which our cuts development work continues to address with initiatives such as the mini roast.”

The AHDB Consumer Tracker highlighted that 73 per cent of consumers buy their fresh meat pre-packed, while 53 per cent buy from a meat/butchers’ counter.

Despite price being a key influence in purchasing for the majority of consumers, 63 per cent said they would be willing to pay extra for better quality meat. Over half of respondents said meat with a quality assurance mark is worth paying more for.

Red meat’s greatest asset among consumers is its perception as a good source of iron, with 66 per cent of respondents agreeing.

Ms Ryan added: “Red meat consumption is often an easy target for critics, unfairly citing negative impacts on health as a reason for falling consumption. Unfortunately, the positive role red meat plays in a healthy, balanced diet is often overlooked.

“Beef and lamb are naturally rich in protein, low in sodium and provide essential vitamins and minerals, contributing towards good health and wellbeing.”

Since 2010 UK adults have been advised to keep their daily red meat consumption to an average of 70g.